Although we live in a digital world there is most certainly still a place for the business brochure. From the leave-behinds that keep your brand front of mind with prospective clients post meeting, to the direct mail pieces that earn you a new lifetime customer, the business brochure can still be a key part of your marketing strategy. Here, we take a look at 3 brochure types you may want to consider developing for your business.

Leave-behinds

Put simply, a leave-behind is a brochure that is left behind after a discussion with a potential client. Leave-behind brochures can be effective tools when trying to seal the deal with both B2B and B2C clients and prospective clients.

These should act as an extension of the interaction you have just had with the client – providing a physical form of the details you have discussed and performing the function of further selling the USP of working with your business. They can be a simple leaflet style or you can go as far as to create a more in-depth, higher quality brochure.

Top tips for creating a leave-behind

  • Ensure your brand and contact information are prominent and easy to find – perhaps by placing them on the inside and back covers as well as within the brochure itself.
  • Strike a balance between being succinct and sharing the most relevant information for selling your business.
  • Create a lasting impression with fantastic design and high-resolution imagery throughout your brochure.

Direct mail

Often when sending a direct mail brochure you are delivering to a cold prospect with little or no knowledge of your brand. This means you need to ensure your brochure cuts through the noise of other direct mail and contains the information needed to pique the interest of a potential customer.

Top tips for creating a direct mail brochure

  • Make sure your cover or envelope is eye-catching and effective.
  • Only include the information you think the customer needs – people are busy and by being succinct you stand the best chance of them engaging with your brochure.
  • Only work with a clean data list to ensure you only spend money sending your brochure to people who you believe will be interested in your offering.

Point-of-sale

These brochures provide information about products or services and are often found in shops, banks, trade shows etc. For example, you may see a selection of point-of-sale brochures at a bank, showcasing their different accounts and schemes.

These brochures are intended to provide an overview and perhaps specifications of a product or service. This can help to pique a reader’s interest and give them something to take away as a starting point.

Top tips for creating a point-of-sale brochure

  • Focus on creating an eye-catching cover – getting a potential customer to pick up the brochure is the first hurdle.
  • Consider the placement of your brochure. If you have the luxury of choosing where your brochure will be positioned, try and aim for a spot where people will be waiting and have time to look around and take in your brochure. Returning to the bank example, often these brochures will be placed along the queue line.
  • Prominently include contact details and make it as easy as possible for people to know what to do next. Can they get online, call or even ask about the product in person there and then?

Get expert support from Mailbox on your next project

Mailbox provides a full range of expert services when it comes to producing and delivering direct mail campaigns. Get in touch today and speak to one of our specialists about your next direct mail project on 0116 240 5712 or email callme@mailbox-direct.co.uk

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